Despite research showing Italians wanting to have more babies, the country is in the midst of a severe demographic crisis. The lack of public and workplace policies in support of parenting has resulted in a constant decline in natality, with every year’s numbers breaking the previous year’s negative record.
To open the eyes of the country to this dramatic theme and its consequences, Plasmon, a Kraft-Heinz company and Italian leader in baby food for 120 years, decided to confront Italy with its darkest future.
Born in 2050, Adamo is the last baby ever born in Italy: his story was told through an emotional and chilling mockumentary, in which the lines between reality and fiction are blurred. Accompanied by the testimonies of real professionals such as a former midwife, a former teacher and a demographer, Adamo is shown growing up alone, in a country with no more schools, empty parks, and unused delivery rooms.
The campaign has been launched by screening the short film to companies decision makers challenging them to change Adamo’s story and asking them to show their support by signing a pledge to Adamo and commit to rethinking their parental policies.
Adamo's story was also told in the main Italian newspapers such as Corriere della Sera, La Repubblica and Il Sole 24 Ore, to invite readers to go to adamo2050.com site, watch the film and understand how to try and improve the country's demographic situation.
TRANSLATION: Year 2050. Adamo, Italy's last baby, is born.
The demographic crisis that Italy is facing could lead to unprecedented consequences. For about a decade now birth rates have been at an all-time low, and the country is today at the bottom of the European ranking for new borns. We can still change our future and make it better. But to do it, companies and institutions must do their part, implementing policies and measures to support new parents.
See Adamo's story on adamo2050.com and find out what we can do together.
Adamo's story sparked a public debate, drawing the attention of opinion leaders, journalists influencers, and, more importantly, of almost 100 Italian companies who have signed the pledge and have since started a conversation with Plasmon to address the issue. The collaboration between these companies and Plasmon was celebrated with social posts on the companies' Linkedin channels.
The campaign has achieved such resonance that Adamo’s story opened the “General States of Birth”, an annual natality convention, in the presence of the Prime Minister, the Pope and high ranking government officials.
CREATIVE AGENCY: DUDE CCO & PARTNERS: LIVIO BASOLI, LORENZO PICCHIOTTI SENIOR ART DIRECTOR: ANDREA AFELTRA SENIOR COPYWRITER: ALESSIA CASSARINO ART DIRECTOR: ALESSANDRO BORRELLI COPYWRITER: CECILIA PANISI STRATEGY DIRECTOR: MARCO MAMMINO STRATEGIC PLANNER: GRAZIA ZUCCHIATTI CLIENT DIRECTOR: ELENA PANZA ACCOUNT DIRECTOR: GIULIA BORINA ACCOUNT DIRECTOR: MARTINA DE SIERVO SENIOR ACCOUNT MANAGER: GIORGIA LIVIA PACCHIARINI INTEGRATED PRODUCTION DIRECTOR: MATTEO PECORARI SENIOR PRODUCER: MARIA CHIARA MUGLIA PRODUCER: RAMONA LINZOLA PRODUCER: MICHELE PASINI HEAD OF PHYSICAL PRODUCTION: SIMONE RADDI PRODUCTION MANAGER: COMLAN AHIANVI JUNIOR PRODUCTION COORDINATOR: FRANCESCA DI DONNA POST-PRODUCTION DIRECTOR: SEBA MORANDO SENIOR FILM EDITOR: FEDERICA RUGGERI POST PRODUCER: MIRIAM OTTINA JUNIOR POST PRODUCER: SILVIA BRIGOLI MOTION DESIGNER: GABRIELE FRIGIMELICA JUNIOR FILM EDITOR & MOTION DESIGNER: FEDERICO CATANIA HEAD OF EVENTS AND SPECIAL PROJECTS: LAURA BOY SPECIAL PRODUCTS MANAGER: MARTINA AUGELLI JUNIOR EVENT MANAGER: SOFIA BUZZINI INTERNATIONAL PR MANAGER: ZOE BROOKS DIGITAL PR MANAGER: VITTORIA CARON
DIRECTOR: BEPPE TUFARULO DOP: JOHAN FLOREZ SET DESIGNER: MARCO FERNANDO MONTI SOUND ENGINEER: MASSIMILIANO SANTILLO COLORIST: CLAUDIO BELTRAMI SOUNDTRACK: MASSIMO MARTELLOTTA SOUND DESIGN & MIX: TOMMASO BARBARO SOUND EDITOR: LUCA CANZANO POST-PRODUCTION AUDIO: FULLCODE
PR AGENCY: COMMUNITY, PART OF EXCELLERA ADVISORY GROUP
MEDIA AGENCY: DENTSU CLIENT PARTNER: RENATA COZZI CLIENT LEADER: LAURA ENRIQUEZ CLIENT CONSULTANT: FRANCESCO FERLA LODIGLIANI PARTNER: ANDREA TRIDENTE LEADER: SILVIA CALÀ CONSULTANT: ANGELA ZAGO JUNIOR CONSULTANT: GIORGIA KIRSCHNER BRAND EXPERIENCE DIRECTOR: SILVIA GARAGNANI CLIENT DIRECTOR: BARBARA DAMONTE CLIENT EXECUTIVE: MATTIA FUNDARÒ SENIOR INFLUENCER MARKETING MANAGER: MARICLA CUOMO INFLUENCER MARKETING SPECIALIST: FEDERICA FACCHINI TECHNICAL PROJECT MANAGER: FRANCESCO CERON TECHNICAL PROJECT MANAGER: MARTA FRANCIOSO SEO MANAGER: FRANCESCA REDAELLI SEO CONSULTANT: LEONARDO CRISTIANO SEO CONSULTANT: ANTONINO SPANÒ
CLIENT: KRAFT HEINZ COMPANY MANAGING DIRECTOR & VICE PRESIDENT MARKETING: KONSTANTINOS DELIALIS HEAD OF MARKETING ITALY: FRANCESCO MESCHIERI HEAD OF BRAND: SHEILA BAGATTINI JUNIOR BRAND MANAGER: ELEONORA BRANCA
